AIA Singapore

Ogilvy Singapore *Lead Agency

1. RuiQi Lim - Manager, PR & Influence 2. Nicolas Courant - Chieft Creative Officer 3. Frederick Tong - Strategy Director 4. Akashah Q - Executive Director, PR & Influence 5. Erwin Nah - Associate Creative Director 6. Shanghao Chen - Senior Copywriter 7. Aaron Siaw - Junior Art Director 8. Aiya Omar - Copywriter 9. Chia Seow-Wee - Head, Customer Marketing

AIA, an insurer that prides itself on focusing 100% on Asia, demonstrated its insider understanding of Asian – specifically, Singaporean – parents and all their quirks in its first ever retirement campaign. “What will YOU do when they grow up?” jolted these self-sacrificing parents who obsess over their children’s future to plan for themselves, then gave them a personalised Retirement Quotient based on which agents could tailor recommendations. This drove market-leading growth in consideration, and 60% annualised net premiums growth.